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Email CampaignsTRANSCRIPT
Copyright © 2011 Constant Contact, Inc.
5 Keys to Email Marketing
Email Marketing Is…
� Delivering professionalemail communications
� To an interestedaudience
�� Containing information they find valuable
2Copyright © 2011 Constant Contact, Inc.
� Time… Money… Energy… Effort
� Takes 7 touches, on average, for a sale to occur
� Some buy right away
Acquiring Customers
$
� Others research and try
� Some show interest but don’t trust you
Copyright © 2011 Constant Contact, Inc. 3
1 2 3 4 5 6 7
One-time touch
Unlikely to ReturnInterested (Buy Later)
Not Now (Maybe Later)
No Interest
Immediate Purchaser Immediate Purchase
Communications Impact
Converting Leads to Customers
4
Unlikely to ReturnNo Interest
Capture Interests
& Communicate Regularly
Interested (Buy Later)
Not Now (Maybe Later)
Follow-up Purchases
& introduce to other products/services
Immediate Purchaser
Ongoing Interaction
Copyright © 2011 Constant Contact, Inc.
Keep Customers Coming Back
� The value of a customer
� You’ve already paid for them
� It’s 6-7 times more expensive to gain a customer than to retain a customer 1
� They spend more� They spend more
� Repeat customers spend 67 percent more 2
� They are your referral engine
� After 10 purchases, a customer has already referred up to 7 people 2
5
Sources:
1. Flowtown, 2010
2. Bain and Company
Copyright © 2011 Constant Contact, Inc.
Basics of Email Marketing
� Setting expectations
� How many emails sent
� When are emails sent
� What type of information
� Delivering on promises
� Matching expectations� Matching expectations
� Providing relevant content
� Abiding by CAN SPAM Act
� Gaining permission
� Do they know me?
� Do they care?
� Utilizing professional services
6Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
� Standard email programs(e.g. Outlook, Hotmail)
� Limited # of emails sent at one time
� No formatting control� No formatting control
� List break up more susceptible to filters
� No cohesive branding
� No tracking and reporting of email results
7Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
� Email marketing services automate best practices
� Provide easy-to-use templates
� Reinforce brand identity
� Email addressed to recipient only
� Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers
� Improve email delivery, track results and obey the law
8Copyright © 2011 Constant Contact, Inc.
1Key #
Build Your List
With Permission
Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
1
2 3
4
Incoming or Outgoing Calls
Eventsand Meetings
Place of BusinessGuest Book
5
Online Presence
Email Signature
K Smitheen
10
Customer & Prospect Database
1
57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.
Source: Transact Media Group
Copyright © 2011 Constant Contact, Inc.
Types of Permission
Types of permission
Explicit: Opt in from your website or storefront
■ “Join our mailing list”
■ Single vs. Double Opt-in
Implicit: Requests for information / registration forms, existing customer relationship
Note: Always make sure to ask for permission when collecting information
Copyright © 2011 Constant Contact, Inc
Integrate Email Marketing and
Social Media Marketing
Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
Copyright © 2011 Constant Contact, Inc. 12
2Key #
Set Your Objectives
Copyright © 2011 Constant Contact, Inc.
Content Has to Meet Your Objectives
� “I want to…”
� Promote
� Motivate purchases
� Increase event attendance
� Inform� Inform
� Inform potential customers
� Differentiate my business
� Relate
� Increase loyalty
� Encourage more referrals
14Copyright © 2011 Constant Contact, Inc.
Savings
Content Has to Have Valueto Your Audience
Promotional Email
Discounts, coupons, offers, incentives.
Relational Email
Special privileges, acknowledgement
15
QualityKnowledge
Informative Email
Advice, research, facts, opinions, tips
Copyright © 2011 Constant Contact, Inc.
3Key #
Choose the Appropriate
Format & Frequency
Copyright © 2011 Constant Contact, Inc.
Determine Appropriate Format
� Newsletters
� Frequency: Regular i.e. monthly / weekly
� Lots of educational content (typically non-promotional)
� Use bullets, summarize information, be concise
� Promotions / Invitations / Surveys� Promotions / Invitations / Surveys
� Frequency: Depends on your business and sales cycle
� Focus on promotion / limited content
� Use content to invite click-through or other action
� Announcements
� Frequency: Event-driven
� Press releases, holiday greetings, thank you cards…
� Use content to build deeper relationships
17Copyright © 2011 Constant Contact, Inc.
Frequency & Delivery Time
� How often to send� Create a master schedule – be consistent!
� Include frequency in online sign-up “Monthly Newsletter”
� Keep content concise and relevant to planned frequency
� Invest time to repurpose content on social channels
� When to send� When to send� When is your audience most likely to read it?
� Day of week (Tuesday & Wednesday)
� Time of day (10am to 3pm)
� Test for timing
� Divide your list into equal parts
� Send at different times and compare results
� Re-stimulate social conversations: repost, retweet
18
Get the maximumImpact with
Minimum intrusion.
Copyright © 2011 Constant Contact, Inc.
Use NutshellMail to Engage,on Your Time
Track your Page Insights
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Reply from your Inbox
19
Read Fan comments
www.nutshellmail.com
Copyright © 2011 Constant Contact, Inc.
4Key #
Get Your Emails Opened
Copyright © 2011 Constant Contact, Inc.
Matt Long
Joe Hahn
Getting Email Opened
� The “From” line – Do I know you?
� Use a name your audience recognizes
� Include your organization name or brand
Joe Hahn
Nancy Feldman
� Refer to your business in the same way your audience does
� Be consistent
21
60% of consumers say the "from" line most often determines whether they open an email or delete it.
Source: DoubleClick
Copyright © 2011 Constant Contact, Inc.
Matt Long
Create a Great Subject Line
� The “Subject” line – do I care?
� Keep it short and simple
� 30-40 characters including spaces (5-8 words)
� Incorporate the immediate benefit
of opening the email [email protected]
Joe Hahn
Nancy Feldman
of opening the email
� Capitalize and punctuate carefully
� Avoid copying the techniquesinherent in spam emails
22
30% of consumers say the“subject" line most often determines whether they open an email or delete it.
Source: DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines.
- MailerMailer
Copyright © 2011 Constant Contact, Inc.
Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.
-Worldata, 2011
Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
SPAMMisleading subject lines
23
Example: Typical spam “From” and “Subject” lines
Copyright © 2011 Constant Contact, Inc.
5Key #
Create Compelling Content
Copyright © 2011 Constant Contact, Inc.
Coming Up With Valuable
Email and Social Content
� Share your expertise
� Use facts & testimonials
� Give guidance & directions
� Offer discounts & coupons
� Exclusivity & VIP status
� Hold contests & giveaways*
� Acknowledge your audience
25
* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2011 Constant Contact, Inc.
Calling Your Audience to Action
� Calls to Action include…
� Links to click on
� Information to print out
� Phone numbers to call
� Instructions for reading the email� Instructions for reading the email
� Instructions for saving the email
� Describe the immediate benefits…
� What’s in it for your audience?
� Why should they do it now?
26Copyright © 2011 Constant Contact, Inc.
Extend the Reach of Your Email
� Make your content shareable
� Encourage readers to Like and Share your Email across their social networks
� Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
� Use a sharebar to collect contacts wherever your email is shared
27Copyright © 2011 Constant Contact, Inc.
6BONUS - Key #
Track Your Results
Copyright © 2011 Constant Contact, Inc.
Analyze “Open” Rates
Use open tracking to spot trends
� Open rates trending down
� Fewer subscribers are enabling images
� Fewer subscribers are clicking links
� Steady open rates� Steady open rates
� Assume email is being received
� Check your ESP’s average delivery rate
Copyright © 2011 Constant Contact, Inc. 29
Reporting Page
Capitalize on Click-Throughs
Use click tracking to determine:
� Audience interests
� Clicks tell you what topics were interesting
� Save clickers in an interest list for targeted follow up
� Goal achievement� Goal achievement
� Use links to drive traffic toward conversion
� Compare clicks to conversions and improve
Copyright © 2011 Constant Contact, Inc. 30
Reporting Page
Encourage and Reward Email
Forwards and Online Reviews
Forwards� Use your forward report to:
� Thank people who forward your emails
� Learn about the value of your email content
� Encourage online reviews
31Copyright © 2011 Constant Contact, Inc.
� Encourage online reviews by those who forward your emails
� Help your most passionate customers spread the word
� Ask them to forward your email and write online reviews
Measure Increases in Overall
Reach
Copyright © 2011 Constant Contact, Inc. 32
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
Take the Next Step
Sign up for a free Email Marketing trial.Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Email + Social =
Success, Guaranteed.
front of your email subscribers and social networks. Watch your business grow!
Sign up today! Fill out a cardor
Call toll-free: 866-876-8464
Attend a Free Webinar!Learn more about how email and social media marketing can help your business optimize its marketing efforts.
constantcontact.com/learning-center
Get a Social Media Quickstart!Get started building connections through social media marketing, today!
socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.
Thank You & Questions
Steve RobinsonSenior Regional Development Director | Illinois
Search for Steve Robinson Constant Contact
@ctctillinois
Copyright © 2011 Constant Contact, Inc. 34
Search for Steve Robinson
www.constantcontact.com/illinois
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Customer Spotlight: Basket Thyme
List Size: 5,179
Open Rate: 33.9%
Location: Highland Park, IL
Customer Since: April, 2006
Website: www.basketthyme.com
� Sends frequent promotion campaigns as well as � Sends frequent promotion campaigns as well as announcements, event invitations and holiday greetings.
� Uses reports to analyze success of campaigns.
� Professional look of templates helped establish business presence and credibility.
� Sees immediate increase in business after sending a campaign — sometimes by as much as 20%.
“Because I’ve gotten in front of my customers, they remember me for their special occasions.”
Sue Monhait, owner
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Chicago a cappella
� List Size: 3,267
� Open Rate: 29.40%
� Location: Chicago, IL
� Customer Since: April, 2004
� Website: www.chicagoacappella.org
� Sends out monthly newsletter with concert updates, behind-the-scenes info, and event notices.notices.
� Able to reach broader audience for less money.
� Appreciates CTCT customer support responsiveness and Hints & Tips email marketing best practices newsletter
� Enthusiastic response to special offer expanded audience.
“Like most organizations we couldn’t survive
without effective email communications.“Matt Greenberg, executive director
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Wesley Foundation
List Size: 291
Open Rate: 49%
Location: Urbana, IL
Customer Since: August 2006
Website: www.wesleyui.org
� Announces new projects and services � Announces new projects and services
� Provides links to register for events
� Links to areas of interest on website
“With our pre-established email list there was no
database work that needed to be done and we
knew we wouldn't miss any of the daily
devotions. It is so nice letting our congregants
decide what they do and do not want to receive.”
Robert Kirby,
Wesley Foundation
Customer Spotlight: Big Jones
List Size: 3237
Open Rate: 32.1%
Location: Chicago, IL & Suburbs
Customer Since: 2008
� Includes a mix of content in each email
� Closely monitors opens for each email and
compares to previous emails so they can
determine how to keep emails interesting
Copyright © 2011 Constant Contact, Inc. 38
determine how to keep emails interesting
� All of our Constant Contact emails have links
to our Twitter, Facebook, and blog channels
“The best way we know that our emails are
effective is when customers talk to us in
person and tell us that they are dining with
us because of a special that we mentioned
in a recent email!”
Mark Armantrout
Big Jones Restaurants
Customer Spotlight: Anchor Advisors
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2003
� Content is hard, and good content is really hard. The key to having high quality, consistent content is to get help
� Being concise is critical. We post just a
Copyright © 2011 Constant Contact, Inc. 39
� Being concise is critical. We post just a paragraph in the newsletter, then let them click through to the website to see the rest
� My newsletter article is always content that I'm also sharing in those other channels
“The newsletter helps to keep us top of mind and to demonstrate expertise so that we can SHOW and not just tell people about what we do.”
Brad Farris
Anchor Advisors
Customer Spotlight: Friends of the Parks
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2007
� Friends of the Parks is a nonprofit park advocacy group dedicated to preserving, protecting, and improving Chicago’s parks and forest preserves for all citizens.
� Using email tools to organize numerous volunteer work days, including many around Earth Day – tree plantings,
Copyright © 2011 Constant Contact, Inc. 40
days, including many around Earth Day – tree plantings, clean-up days, etc.
� When using Outlook to manage email lists and send basic text “newsletters” to members and volunteers she knew that she needed a better solution. After switching to Constant Contact, what used to take her 30 minutes to send, now takes her seconds.
“We switched to the smaller mailing, and are letting our email and event marketing tools do the heavy lifting at a fraction of the cost. We are saving a lot of money by using email.”
Amy Donatell
Friends of the Parks